In the Beginning
Until recently, an agent looking for prospects would rely on a copy of the local Yellow Pages. Then, "cold-calling" - the chilling term for chasing leads of which an agent knows little more than a name and phone number - served as the preferred next step. Agents weary of this numbers game prefer leads from another source, the Internet, where the return on investment ("ROI") is much more attractive. These leads are fresh, targeted and "hot" - the term for a prospect ready to buy.

Business Nowadays (with the Internet)
Every day, millions of consumers use the Internet to research, compare and purchase insurance. Internet-savvy consumers represent a new culture of insurance buyers - those who prefer a quick response when they ask for shopping help. They want an agent who genuinely appreciates buyer interest and the opportunity to do business quickly, and they seek an agent who has access to competitive products.

King of the Leads
Remember that Internet leads are generated by consumers themselves, not by a cold-calling agent or call center. Online lead services such as NetQuote have the unique opportunity to guide consumers through a "request for quote" application process tailored to the specific needs of the consumer. In short, agents now have access to information essential to the buying process, all before initial contact!

Here are some benefits:

• Reach consumers seeking a specific type of coverage. Agents can specifically target consumers ready to purchase auto, home, life, health, or other types of insurance.
• Reach consumers in a defined area. For example, if an agency has an excellent market for upscale homeowners in one or more zip codes, the agent can purchase the leads matching that description.
• Monitor and moderate lead volume in real time. No other lead-generation tool gives users this ability. Agents are not stuck with a long-term, pre-paid, proving-to-be-unsuccessful campaign. Agents select only specific, desired leads - and start quoting and closing!
• "Hot off the press". Internet-based leads are consumers actively seeking insurance, not a stack of names and expiration dates. They are ready to buy!

You Are Not Alone
In addition to the pay-per-lead advantage, a few premier services like NetQuote provide access to an agency support team ready to assist agents in determining their needs and the leads that are best for them. The support team will help agents build online lead portfolios that are cost-effective and catered to meet the agent's specific needs - a combination designed for optimal ROI.

Follow Up is Key
Internet leads can be an agent's most valuable tool, but these leads are only advantageous when coupled with an effective sales execution. The consumer has done his part - the rest is up to you. Remember that the consumer has insurance on his mind - that's why he completed the information. Immediate follow up is crucial. Wait more than a day, and the consumer may have gone with someone else.

Moreover, quotes should be generated accurately. They must be presented in a way that is easy for the customer to understand - how quickly you provide information is meaningless if that information doesn't make sense.

In summary, immediate follow-up and a well-presented quote will considerably shrink your time from lead to customer.

Want to learn more about converting a prospect to client? Look for the second part of this story: "Good News: You Have a Great Insurance Lead.Now What?" in next month's issue.